Designers should think about their energy the same way. With interface designs trending towards consolidation, designers can spend less time worrying about what color or how big a button should be and more about why it should be there in the first place.
…rg; they’re all famous for wearing the same outfits everyday. The reason is what psychologists call decision fatigue. They have to make tons of decisions each day with a finite amount of energy, and limiting the minutiae of decisions like what to wear preserves the energy for the real stuff.
Reconciling a user’s needs and intentions with a solution is where great experiences are derived. A differentiated experience is intangible and arguably much more valuable to a brand than a differentiated look and feel.
…thing online and didn’t immediately scan the top right of your screen to get to your shopping cart? The standardized design conventions of nearly all e-commerce sites mean people don’t need to relearn how to shop at every online store.
As Don Norman — known for coining the term “UX” — said it best, “The real problem with the interface is that it is an interface. Interfaces get in the way. I don’t want to focus my energies on an interface. I want to focus on the job.”